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Twitter 6 Months After Musk

Is It a Viable Platform for Brands and Advertisers, and What Happens Next?

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About This Report
Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren’t ready to resume spending, largely because they don’t trust the man in charge.
Table of Contents

Executive Summary

Almost six months after Elon Musk took the reins at Twitter, the lights are still on, but they are dim. Musk has valued the company at less than half of what he paid for it. And for most brands and advertisers, the cons of having a paid presence on Twitter still outweigh the benefits.

Key Question: Should advertisers spend on Twitter, and will the platform survive?

KEY STAT: We have slashed our global Twitter ad revenue forecast for 2023 by about 37% from our previous forecast, completed just prior to Musk’s takeover.

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About This Report
Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren’t ready to resume spending, largely because they don’t trust the man in charge.
Table of Contents

authors

Jasmine Enberg

Contributors

Zach Goldner
Forecasting Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst

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